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SPARK 2016: How to Amplify Targeted Content With Targeted Social Advertising & Content Technologies

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See Travis Wright's presentation from Spark 2016, TrackMaven's annual digital marketing summit focused on the intersection of marketing art and science. Learn more at spark.trackmaven.com

You can target audiences on social media advertising with a dozen different ad formats and thousands of possible ad targeting parameters. Using highly targeted ad campaigns, you can get in front of your ideal customer with custom content that wins your sales team deals.

Learn the top tools, strategies and tactics for finding the right content, creating the right content and amplifying that content to the right people, at the right place, at the right time.

Attendee Takeaways:
-- Tap Into Recent Purchasing Behavior Among Facebook Users
-- Get Creative With Life Events Targeting
-- Nurture Leads & Build Loyalty With Facebook Custom Audiences
-- Expand To A Lookalike Audience
-- Get Super Granular With Layered Targeting Options
-- Top social content creation, curation and amplification tools.

Published in: Marketing
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SPARK 2016: How to Amplify Targeted Content With Targeted Social Advertising & Content Technologies

  1. 1. Actionable Ways, Strategies, and Technologies to Amplify Your Content Travis Wright Chief Marketing Technologist CCP Digital ccpdigital.com/spark @teedubya
  2. 2. Who is this Travis Wright dude? @teedubya • Radio Disc Jockey at Age 13. • Military Intelligence and Russian Linguist in the US Army. • Stand-up comedian since 1995. • Web developer since 1996. • SEO & “Geo-Targeting” SMB – Fortune 50’s brands since 1998. • Former Global Social Media Strategist – Norton / Symantec • Chief Marketing Technologist – CCP Digital • Tech Journalist for CMO.com, MarketingLand, Business.com & others • Inc. Magazine Columnist – Tech Tools for Entrepreneurs • Hosting Venture Beat’s MarTech podcast launching in Q2. • @teedubya on Twitter #DMS2015ccpdigital.com/spark @teedubya
  3. 3. @teedubya#DMS2015ccpdigital.com/spark @teedubya
  4. 4. Who is this Travis Wright dude NOT? @teedubyaccpdigital.com/sparkccpdigital.com/spark @teedubya
  5. 5. this is a social event #Spark16 @teedubyaccpdigital.com/spark
  6. 6. ccpdigital.com/spark @teedubya
  7. 7. ccpdigital.com/spark @teedubya
  8. 8. @teedubyaccpdigital.com/spark @teedubya
  9. 9. @teedubyaccpdigital.com/spark @teedubya
  10. 10. ccpdigital.com/spark @teedubya
  11. 11. ccpdigital.com/spark @teedubya
  12. 12. @teedubya MAKESENSE? ccpdigital.com/spark @teedubya
  13. 13. Silos and Silos of Data @teedubyaccpglobal.com/cmworld ccpdigital.com/spark @teedubya
  14. 14. • Ask & Answer the right questions • Integrate marketing strategies • Optimize your marketing mix • Know your audience • Recognize your customer • Personalize customer journey • Create a better user experiences Data-Driven Marketing Making Smarter & More Impactful Decisions @teedubyaccpglobal.com/cmworld ccpdigital.com/spark @teedubya
  15. 15. Enhance Your Marketing Strategy Deliver Better Results Throughout The Customer Journey ccpdigital.com/spark @teedubya
  16. 16. Coordinate Your Efforts U.S. retailers lose nearly $100 billion each year from poorly executed cross-channel marketing efforts. Source: DataMonitor ccpdigital.com/spark @teedubya
  17. 17. ccpdigital.com/spark @teedubya
  18. 18. ccpdigital.com/spark @teedubya
  19. 19. @teedubya’s Tools – ccpdigital.com/spark ccpdigital.com/spark @teedubya
  20. 20. ccpdigital.com/spark @teedubya Pillars of Social Business Strategy
  21. 21. Pillars of Social Business Strategy 1. Social Media Marketing + Community Management 2. Content Strategy, Curation, Creation 3. Social Media Selling & Relationship Building 4. Social Media Talent Acquisition 5. Social Advertising & Paid Amplification ccpdigital.com/spark @teedubya
  22. 22. WHY CONTENT MARKETING? @teedubyaccpdigital.com/spark @teedubya
  23. 23. @JasonMillerCA According to Adobe Research, Over 198 Million People Block Ads. @teedubyaccpglobal.com/cmworldccpdigital.com/spark @teedubya
  24. 24. @JasonMillerCA@teedubyaccpglobal.com/cmworldccpdigital.com/spark @teedubya
  25. 25. Content ccpdigital.com/spark @teedubya
  26. 26. Help us Obiwan Contentobi – You’re our only hope. ccpglobal.com/cmworld @teedubyaccpdigital.com/spark @teedubya
  27. 27. @teedubyaccpdigital.com/spark @teedubya
  28. 28. @teedubyaccpdigital.com/spark @teedubya
  29. 29. @teedubyaccpdigital.com/spark @teedubya
  30. 30. @teedubyaccpdigital.com/spark @teedubya
  31. 31. CONTENT CREATION @teedubyaccpdigital.com/spark @teedubya
  32. 32. ccpglobal.com/cmworld @teedubyaccpdigital.com/spark @teedubya
  33. 33. ccpdigital.com/spark @teedubya
  34. 34. @teedubyaccpdigital.com/spark @teedubya
  35. 35. ccpglobal.com/cmworld @teedubyaccpdigital.com/spark @teedubya
  36. 36. CONTENT PLANNING & RESEARCH @teedubyaccpdigital.com/spark @teedubya
  37. 37. DivvyHQ http://DivvyHQ.com
  38. 38. CONTENT CURATION @teedubyaccpdigital.com/spark @teedubya
  39. 39. @teedubya GREAT WAYS TO ORGANIZE CONTENT @KMULLETT
  40. 40. @teedubyaccpglobal.com/cmworld Sharing is Caring… @KMULLETT
  41. 41. @teedubyaccpglobal.com/cmworld Nuzzel @Nuzzel http://nuzzel.com ccpdigital.com/spark @teedubya
  42. 42. CONTENT SCHEDULING & DISTRIBUTION @teedubyaccpdigital.com/spark @teedubya
  43. 43. Bulk Buffer http://bulkbuffer.com @teedubyaccpdigital.com/spark @teedubya
  44. 44. ccpglobal.com/cmworld @teedubya Start a Fire @startafire? http://www.startafire.com ccpdigital.com/spark @teedubya
  45. 45. ccpdigital.com/spark @teedubya
  46. 46. ccpglobal.com/cmworld @teedubyaccpdigital.com/spark @teedubya
  47. 47. CONTENT AMPLIFICATION TACTICS @teedubyaccpdigital.com/spark @teedubya
  48. 48. WAYS TO PROMOTE @teedubyaccpdigital.com/spark @teedubya • Found via Search / SEO • Traditional Social Sharing • Word of Mouth • Email Marketing • Facebook/Linkedin Groups • Hashtags via Twitter • Foster Employee Advocacy • Newsjack Events via Social • Repurpose Content • Influencer Outreach • Guest Blogging • Syndicated Content • Pinterest • Micro-targeting Ideal Customers • Facebook Boosted Posts • Promoted Tweets • LinkedIn Sponsored Updates • YouTube Paid Ads • StumbleUpon Paid Discovery • Reddit Ads • Native Advertising • Paid Content Discovery • PPC – Google Adwords or Bing • Retargeting • Curation Apps • ???
  49. 49. Google Buy Button on SERPS The Periodic Table of SEO Success Factors – Search Engine Land ccpdigital.com/spark @teedubya
  50. 50. Moz SEO Cheat Sheet 3.0 – Moz ccpglobal.com/cmworld @teedubyaccpdigital.com/spark @teedubya
  51. 51. ccpglobal.com/cmworld @teedubyaccpdigital.com/spark @teedubya
  52. 52. ccpglobal.com/cmworld @teedubyaccpdigital.com/spark @teedubya Linkedin Groups
  53. 53. ccpglobal.com/cmworld @teedubyaccpdigital.com/spark @teedubya Facebook Groups
  54. 54. ccpglobal.com/cmworld @teedubyaccpdigital.com/spark @teedubya Facebook Groups
  55. 55. ccpglobal.com/cmworld @teedubyaccpdigital.com/spark @teedubya Hashtags http://hashtags.org
  56. 56. Use hashtags to search for threads about subjects such as #socialselling.
  57. 57. INFLUENCER OUTREACH @teedubyaccpdigital.com/spark @teedubya
  58. 58. @teedubya BuzzSumo @buzzsumo http://buzzsumo.com ccpglobal.com/cmworld ccpdigital.com/spark @teedubya
  59. 59. @teedubyaccpdigital.com/spark @teedubya
  60. 60. GetLittleBird @GetLittleBird http://www.GetLittleBird.com ccpdigital.com/spark @teedubya
  61. 61. BuzzStream @Buzzstream http://www.BuzzStream.com ccpdigital.com/spark @teedubya
  62. 62. GroupHigh @grouphigh http://www.grouphigh.com @teedubyaccpglobal.com/cmworldccpdigital.com/spark @teedubya
  63. 63. @teedubya Outreach @Outreach_io http://outreach.io ccpdigital.com/spark @teedubya
  64. 64. #kciabcbcs http://GetLittleBird.com Nimble @nimble http://nimble.com ccpdigital.com/spark @teedubya
  65. 65. @teedubya VoilaNorbert @VoilaNorbert http://VoilaNorbert.com ccpdigital.com/spark @teedubya
  66. 66. @teedubya EmailHunter @EmailHunter http://emailhunter.co ccpdigital.com/spark @teedubya
  67. 67. @teedubya Conspire @Conspire http://conspire.com ccpdigital.com/spark @teedubya
  68. 68. @teedubya Advocate Engagement Platforms ccpglobal.com/cmworldccpdigital.com/spark @teedubya
  69. 69. ccpglobal.com 10740 Nall Ave, Suite 310, Overland Park, KS 66211 913.948.7400 Digital Advertising ccpdigital.com/spark @teedubya
  70. 70. The Advertising Quandary “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” -- John Wanamaker, father of modern advertising and a “pioneer in marketing.” ccpdigital.com/spark @teedubya
  71. 71. Digital Advertising Highly-targeted, relevant traffic to your site. • Paid Search Advertising • Display Advertising • Native Advertising • Social Media Advertising • Retargeted Advertising ccpdigital.com/spark @teedubya
  72. 72. PAID SEARCH AND SEO @teedubyaccpdigital.com/spark @teedubya
  73. 73. ccpglobal.com/martechconf @teedubya
  74. 74. ccpglobal.com/martechconf @teedubya
  75. 75. ccpglobal.com/martechconf @teedubya Harness data explosion for better ad predictions Yesterday’s data 5 – 8 data points Every possible data point about a clickvs Premature relationship of page views to purchase probability 15 10 5 -20 -10 10 20 30 40 50 60 In depth seasonality and other insights 15 10 5 -20 -10 10 20 30 40 50 60 PUBLISHER PERFORMANCE EXTERNAL DRIVERS Keyword Impressions Nasdaq Airport status Match-type Clicks NYSE Sports calendar (US, UK) Ads Minimum bid Fed interest rate Football Placement Current bid Weather.com Soccer Position Location Temperature Baseball Slot Quality score Rain Basketball Click-type Competition Humidity Holiday calendar Landing page Zip code – demographic Events calendar Time of day Tax Starbucks index Day of week Education level Concerts (Live Nation) Device Household income Competitive search Marital status SEM Rush Presence of children Keyword spy Age SpyFu Gender Google ADVERTISER SEASONALITY SCALING FACTORS USER Conversions Time Search engine Search query Revenue Day of week Campaigns Device LTV Month Keywords Geo/location Revenue parameters Year Ad copy Custom parameters Holidays Business constraints Other business metrics Promotions Today’s data
  76. 76. ccpglobal.com/martechconf @teedubya Quantic Mind @quanticmind http://quanticmind.com 31% 63% 70% 105% Week 3 4 5 6 Not QuanticMind QuanticMind Gross Margin % Lift
  77. 77. CONTENT PAID AMPLIFICATION @teedubyaccpdigital.com/spark @teedubya
  78. 78. $240 billion ccpdigital.com/spark @teedubya
  79. 79. $240 billion ccpdigital.com/spark @teedubya
  80. 80. @teedubya Facebook Graph Search opens up many different opportunities.
  81. 81. ccpdigital.com/spark @teedubya
  82. 82. Interest Graph Actions on Content ccpdigital.com/spark @teedubya
  83. 83. @teedubyaccpdigital.com/spark @teedubya
  84. 84. @teedubyaccpdigital.com/spark @teedubya Pixels Pixels Pixels
  85. 85. @teedubyaccpdigital.com/spark @teedubya Pixels Pixels Pixels
  86. 86. @teedubya Facebook Graph Search opens up many different opportunities, BRO. ccpdigital.com/spark @teedubya
  87. 87. Impact of Targeted Social Advertising By targeting specific groups with paid ads, companies can dramatically increase their Facebook audience. ccpdigital.com/spark @teedubya
  88. 88. @ChrisPulleyccpdigital.com/spark @teedubya
  89. 89. $240 billion ccpdigital.com/spark @teedubya Advanced Ad Targeting
  90. 90. Advanced Targeting ccpdigital.com/spark @teedubya
  91. 91. Advanced Targeting ccpdigital.com/spark @teedubya
  92. 92. Third-Party Databases Combine Facebook data and interest targeting ccpdigital.com/spark @teedubya
  93. 93. Workforce Targeting ccpdigital.com/spark @teedubya
  94. 94. Social Affinity Targeting Women aged 50+ who liked “American Doll” proved to an ideal correlation for a children’s specialty furniture manufacturer. ccpdigital.com/spark @teedubya
  95. 95. ccpdigital.com/spark @teedubya
  96. 96. $240 billion ccpdigital.com/spark @teedubya Some Facts About Facebook
  97. 97. Before We Move On, Water Break… ccpdigital.com/spark @teedubya
  98. 98. Number of monthly active users? 1.44 billion ccpdigital.com/spark @teedubya
  99. 99. Number of monthly active users? 1.59 billion ccpdigital.com/spark @teedubya
  100. 100. ccpdigital.com/spark @teedubya
  101. 101. Account Based Social Selling ccpdigital.com/spark @teedubya
  102. 102. Wal-Mart
  103. 103. 7,125 Wal-Mart HQ execs and employees. Results: 1,108 clicks. 15.5% CTR!! Wal-Mart Inception
  104. 104. @teedubya Snip.ly @sniply http://snip.ly
  105. 105. 2,563 Starbucks HQ execs and employees. Results: 556 clicks. 21.6% CTR!! Starbucks Inception
  106. 106. ccpglobal.com/cmworld @teedubyaccpdigital.com/spark @teedubya
  107. 107. Native Adverti$$$ng ccpglobal.com/cmworld @teedubyaccpdigital.com/spark @teedubya
  108. 108. ccpglobal.com/cmworld @teedubya Pinterest Advertising ccpdigital.com/spark @teedubya
  109. 109. ccpglobal.com/cmworld @teedubya Reddit Advertising ccpdigital.com/spark @teedubya
  110. 110. ccpglobal.com/cmworld @teedubyaccpdigital.com/spark @teedubya StumbleUpon Ads – stumbleupon.com/advertising
  111. 111. ccpglobal.com/cmworld @teedubyaccpdigital.com/spark @teedubya Twitter Advertising
  112. 112. ccpdigital.com/spark @teedubya
  113. 113. TWITTER ADVERTISING OPTIONS ccpdigital.com/spark @teedubya
  114. 114. Twitter offers a variety of paid services to advertisers. Promoted accounts. This is considered the quickest way to build an active community of advocates and influencers for your business. Custom targeting and audience profiles ensure your account is suggested to a highly involved audience. BUILD LOYALTY | INCREASE EARNED MEDIA | GROW ADVOCATE COMMUNITY Promoted Accounts @teedubyaccpdigital.com/spark @teedubya
  115. 115. Trends are popular topics happening right now, on Twitter. Because these Trends are placed prominently next to a user’s timeline, they get mass exposure. Your Promoted Trend is featured at the top of the list for an entire day. When a user clicks on your Promoted Trend, it takes them to your marketing message displayed through your Promoted Tweet. MAKE ANNOUNCEMENTS | SEED CONVERSATIONS | KICKOFF EVENTS Promoted Trends @teedubyaccpdigital.com/spark @teedubya
  116. 116. Promoted Tweets are ordinary Tweets purchased by advertisers who want to reach a wider group of users or to spark engagement from their existing followers. A Promoted Tweet will appear in a user’s timeline only if the Tweet is likely to be interesting and relevant to that user. Users who dislike a Promoted Tweet can simply dismiss it from their timeline with a single click. AMPLIFY CONVERSATIONS | LEVERAGE REAL-TIME INTENT | DRIVE ENGAGEMENT Promoted Tweets @teedubyaccpdigital.com/spark @teedubya
  117. 117. Geo Target users based on geographic location Narrow in on key markets Search Target users who are searching on relevant keywords Ensure relevancy Followers Target your Followers Leverage brand advocates Interest Target users based on their interests Resonate with users Mobile Target users on the go Reach at point-of- purchase Look-a-likes Target users who are similar to your followers Increase potential reach Gender Target users based on gender Ensure Interest relevancy Twitter Targeting Tools @teedubyaccpdigital.com/spark @teedubya
  118. 118. ccpdigital.com/spark @teedubya
  119. 119. ccpdigital.com/spark @teedubya
  120. 120. ccpdigital.com/spark @teedubya
  121. 121. ccpdigital.com/spark @teedubya Outbrain @Outbrain http://outbrain.com
  122. 122. ccpdigital.com/spark @teedubya Taboola @Taboola http://taboola.com
  123. 123. ccpdigital.com/spark @teedubya Facebook Talent Acquisition
  124. 124. Social Recruiting The Brightest New Talent Isn’t on Job Boards. 40-50% of the applicants we deliver are not currently looking for jobs. • Use targeted digital advertising to deliver ideal “passive” candidates • lower your recruiting costs and save you time. • target competitors, location, and even job titles to attract your ideal candidates. ccpdigital.com/spark @teedubya
  125. 125. Facebook Graph Search allows for Social HR Recruiting ccpdigital.com/spark @teedubya
  126. 126. Target Your Candidates ccpdigital.com/spark @teedubya
  127. 127. www.thesocialrecruiters.comccpdigital.com/spark @teedubya Hero Image
  128. 128. www.thesocialrecruiters.comccpdigital.com/spark @teedubya Women Engineers
  129. 129. www.thesocialrecruiters.comccpdigital.com/spark @teedubya Culture
  130. 130. Drive Candidates to Your Funnel ccpdigital.com/spark @teedubya
  131. 131. @teedubya Facebook Graph Search allows for Social HR Recruiting ccpdigital.com/spark @teedubya
  132. 132. Reach Your Recruiting Goals 14,576 Reach | 456 Click | 17 Resumes | 3 Hires | Ad Spend $209 | Saved Fees $92,500 ccpdigital.com/spark @teedubya
  133. 133. ccpdigital.com/sparkccpdigital.com/spark @teedubya
  134. 134. ccpdigital.com/sparkccpdigital.com/spark @teedubya
  135. 135. ccpdigital.com/sparkccpdigital.com/spark @teedubya
  136. 136. ccpdigital.com/sparkccpdigital.com/spark @teedubya
  137. 137. ccpdigital.com/sparkccpdigital.com/spark @teedubya
  138. 138. ccpdigital.com/sparkccpdigital.com/spark @teedubyaccpdigital.com/spark @teedubya
  139. 139. ccpdigital.com/sparkccpdigital.com/spark @teedubya
  140. 140. COMPETITIVE ANALYSIS & MEASUREMENT @teedubyaccpdigital.com/spark @teedubya
  141. 141. @teedubya TrackMaven @trackmaven http://trackmaven.com ccpglobal.com/cmworld ccpdigital.com/spark @teedubya
  142. 142. Nearly 4000 Marketing Technologies Over 40 Categories And Growing…. ccpdigital.com/spark @teedubya
  143. 143. @teedubya’s Tools – ccpdigital.com/spark ccpdigital.com/spark @teedubya
  144. 144. @teedubya 17 Killer Content Templates: bit.ly/17templates Twitter Chat Master List: http://bit.ly/TwitterChatMaster Feature your Brand on Tumblr: http://brands.tumblr.com Complete Guide to Twitter Cards: dev.twitter.com/docs/cards The Advanced Guide to Content Marketing: bit.ly/advcontent AJ Kohn’s Author Rank Resource: http://bit.ly/rel-author-resource Three Very Handy Content Marketing Tools: http://www.siegemedia.com/tools The Advanced Guide to SEO http://www.quicksprout.com/the-advanced-guide-to-seo/ Neil Patel & Bronson Taylor’s Definitive Guide to Growth Hacking: http://goo.gl/4yqEOj The Definitive Guide to Microsoft Excel for SEOs: http://www.distilled.net/excel-for-seo/ The Complete List of Link Building Tactics http://pointblankseo.com/link-building-strategies The Beginner’s Guide to Conversion Rate Optimization: https://qualaroo.com/beginners-guide-to-cro The Ultimate Guide to the Google AdWords Keyword Planner: http://bit.ly/Adwords-Keyword-Planner Dana Lookadoo’s Structured Social Sharing Formula & Worksheet: http://yseo.us/sssf | http://yseo.us/sssfw Hubspot's Guide to Creating Buyer Personas: http://offers.hubspot.com/free-template-creating-buyer-personas Annie Cushing’s Hundreds of Tools for Marketers: http://www.annielytics.com/hundreds-of-tools-for-marketers Paddy Moogan’s Big Ass List of Link Building Resources: http://www.linkbuildingbook.com/link-building-resources.html ccpdigital.com/spark @teedubya
  145. 145. @teedubya’s Mind Blowing Tools – ccpdigital.com/spark
  146. 146. Connect on LinkedIn: http://linkedin.com/in/teedubya

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